Tracking

The empirical approach to defining a target audience – Spray, Learn, Focus

For the first 20 years of my working life, I was in an advertising or media agency. In our interactions with clients, very early on, there would be a defined target audience that we set out to create communication for or buy media in order to reach. Usually, the definition of that audience was basedContinue reading “The empirical approach to defining a target audience – Spray, Learn, Focus”

China’s Advertiser-Unfriendly Digital Media Ecosystem

There is one profound difference between the digital media landscape in China and everywhere else. The two key players who control most desirable digital advertising inventory / publishers in China do not depend on advertising for their revenue.This simple fact makes it easy to understand why, unlike Google, Facebook, Twitter or ad-exchanges elsewhere in theContinue reading “China’s Advertiser-Unfriendly Digital Media Ecosystem”